Social networking sites may be controlling your mind – here’s how to take charge

Don't want to become a social network addict? Start by working out what your vulnerabilities are.

How can you live the life you want to, avoiding the distractions and manipulations of others? To do so, you need to know how you work. “Know thyself”, the Ancients urged. Sadly, we are often bad at this.

But how free are we today? There are industries dedicated to capturing and selling our attention – and the best bait is social networking. Facebook, Instagram and Twitter have drawn us closer round the campfire of our shared humanity. Yet, they come with costs, both personal and political. Users must decide if the benefits of these sites outweigh their costs.

This decision should be freely made. But can it be, if social networking sites are potentially addictive? The decision should also be informed. But can it be, if we don’t know what is happening behind the curtain?

Sean Parker, the first president of Facebook, recently discussed the thought process that went into building this social network. He described it as being:

All about how do we consume as much of your time and conscious attention as possible?

To do this, the user had to be given:

A little dopamine hit every once in a while because someone liked or commented on a photo or a post…and that’s going to get you to contribute more.

Parker continued:

It’s exactly the kind of thing that a hacker like myself would come up with because you’re exploiting a vulnerability in human psychology… The inventors, creators, it’s me, it’s Mark [Zuckerberg]… understood this consciously. And we did it anyway.

Is social media addictive?

Gambling is addictive because you don’t know how many bets you will have to make before you win. B F Skinner uncovered this in his Harvard pigeon lab in the 1950s. If pigeons were given food every time they pecked a button, they pecked a lot. If they were only sometimes given food when they pecked a button, they not only pecked much more, but did so in a frantic, compulsive manner.

It could be argued that Skinner’s pigeon lab was resurrected at Harvard in 2004, with two modifications. It was called Facebook. And it didn’t use pigeons.

When you check Facebook you can’t predict if someone will have left you self-relevant information or not. Social network sites are slot machines that pay out the gold of self-relevant information. This is why billions of people pull their levers. So, can they be addictive?

People undertake many activities on Facebook, from gaming to social networking. The term “Facebook addiction” hence lacks specificity. Also, as Facebook is just one of many networking sites, the term “social networking addiction” would seem more appropriate.

Nevertheless, excessive social network use has been convincingly arguedto lead to symptoms associated with addiction. This includes becoming preoccupied with these sites, using them to modify your mood, needing to use them more and more to get the same effects, and suffering withdrawal effects when use is ceased that often cause you to start using again. The best estimate is that around 5% of adolescent users have significant levels of addiction-like symptoms.

Taking back control

How can we benefit from social networking sites without being consumed by them?Companies could redesign their sites to mitigate the risk of addiction. They could use opt-out default settings for features that encourage addiction and make it easier for people to self-regulate their usage. However, some claim that asking tech firms “to be less good at what they do feels like a ridiculous ask”. So government regulation may be needed, perhaps similar to that used with the tobacco industry.